PL Real Estate Agency Competitive Strategy Research

In the 20 th century,China's real estate market ushered in a golden period of development.However,with the impact of the subprime mortgage crisis and global macroeconomic weakness,the real estate market slows down its pace in the growth.The bubble in the real estate industry is getting bigger and bigger,and there is huge risk.China's real estate enterprises are facing a very tough market environment.As far as PL company is concerned,its main business has been concentrated in the traditional residential area for a long time.Influenced by macroeconomic environment and national policy control factors,it puts forward a new topic for the traditional real estate enterprises including PL company,in order to maintain the sustainable,healthy and stable development of enterprises.First,because the current real estate market in China continues to bear serious downward pressure,inventory continues to increase,while performance declines,the liquidity of enterprises has become tense.Secondly,because the pace of sales decline coupled with the impact to the rate,enterprises pay more attention to the safety of funds and returns to ensure that liquidity is always in a healthy level.Thirdly,from point of macro view,while the price of real estate market is steadily declining,the operating cost of enterprises is still rising year by year.This is influenced by the cost of human resources,rising prices and land acquisition costs which leading to a sharp decline in the profit level of most real estate enterprises.Fourthly,there has been a major change in the mode of housing land supply.At this stage,the government has adopted the mode of land transfer of commercial area plus residential area.With the development of the times,it will be difficult for developers to obtain pure residential land for the development of real estate projects.Fifth,the developers can no longer continue the operation mode of taking land,development,sales and re-land,otherwise enterprises will inevitably face severe operational difficulties.Finally,because the market demand is becoming weaker and the market wait-and-see atmosphere is becoming stronger,the real estate enterprises will face more and more severe challenge from internal and external environments.At present,China's residential development model is transforming and transiting to the integrated service-oriented residential development model.It has shown a more prominent effect which effectively reversed the decline performance incurrent real estate industry.It can be predicted that this model will become one of the mainstream models in China for a certain period in future.Domestic leading enterprises such as Vanke and Hengda are also actively engaged in the field of integrated service-oriented residential real estate.They are actively seeking industrial transformation,pursuing a new profit growth point,and maintaining the sustainable,healthy and rapid development.PL Real Estate Company must complete its own industrial transformation as soon as possible and actively participate in the field of comprehensive service-oriented residential real estate.At present,senior managers of PL company have clearly and correctly recognized the importance of the development and transformation of comprehensive service-oriented residential real estate.However,because the company has not yet grasped enough experience,development capability and corresponding resources in the development of comprehensive service-oriented residential real estate,they are still confused how to effectively carry out the transformation activities of comprehensive service-oriented residential real estate.Therefore,for PL company,how to effectively carry out comprehensive service-oriented residential real estate development in the current environment,and then pursue higher operating efficiency,has become one of the primary research topics of enterprises.This paper takes PL real estate company as the research object,focusing on the internal resource capacity and external industry environment,to chooses the framework of strategic analysis-Strategic Choice-Strategic implementation.Firstly,basing on the modern enterprise management concept,it explains and explores the relevant theories of real estate enterprise development,management and enterprise strategic management through the comprehensive application of relevant theoretical knowledge,such as marketing,economics,operations research and strategy.To access the key influencing factors,this paper also collects and collates the first-hand research materials by conducting exchange interviews,visits and surveys.By using the SWOT analysis tools and Five Forces Model,it gives a completed,objective and comprehensive analysis on the internal and external environmental factors of enterprises.Further,according to the analysis data,we put forward the centralized differentiation strategy for PL real estate company,including the differentiation of product positioning,customer positioning,integration and service positioning,marketing strategy and regional strategy.This strategy will help enterprises to serve special customer groups through higher quality level and production service efficiency,so as to reduce production costs and competitive differentiation in a certain part,and then maintain the inherent market share of enterprises,and promote the healthy development of enterprises.Finally,it formulates a targeted and operable competitive strategy for comprehensive serviced residence development,which mainly covers the improvement of financing capacity;rational resource planning and allocation;strengthening the implementation of corporate brand strategy;implementing differentiated countermeasures according to market segmentation;actively implementing the talent strategy;optimizing the organizational structure and management mode,and establishing the dynamic strategic;these seven circulation thinking mods.It hopes to provide scientific guidance for real estate companies to carry out strategic management,maintain the sustainable,healthy and stable development of enterprises,and finally establish a solid theoretical foundation for the survival and development.